Seafolly Pacific Fair

Pacific Fair brought Seafolly’s established retail concept into one of Australia’s leading shopping destinations. By this stage of the rollout, the store format, merchandising platform and core fixture package had been developed and refined across several locations, giving Greater Group a clear design framework for the 158 square metre tenancy.

The Pacific Fair tenancy introduced its own requirements through the centre’s fitout and precinct guidelines, particularly around the shopfront, tenancy interface and building services. Greater Group’s role was to develop the established Seafolly concept around those site conditions and prepare the documentation required to take it through centre review and into construction.

Greater Group incorporated Pacific Fair’s fitout and precinct requirements into the design development from the outset, resolving the shopfront, services and tenancy interfaces as part of the documentation process. The team coordinated these requirements through the centre review while developing the store through to its construction package.

The established merchandising and joinery system gave the interior a resolved foundation. Wall bays, fixtures, materials and key customer-facing elements could be carried forward from the wider programme, with design development concentrated on how that system met the specific geometry and conditions of Pacific Fair. Construction was then delivered by the appointed contractor from Greater Group’s documentation.

Pacific Fair demonstrates how far the Seafolly programme had developed from its original pilot. The early stores established the concept, subsequent locations refined its fitting and merchandising details, and Pacific Fair applied that accumulated knowledge within another major retail environment.

The completed store extends the same recognisable Seafolly experience into the Gold Coast, with the established fixture, merchandising and material language configured for its specific tenancy. It represents the rollout operating as intended: a resolved store system that can continue to be applied across new locations as Seafolly’s Australian network grows.